ONLY STOPS WHEN YOU DO

SEIKO

PROBLEM

Wearing a watch has lost its purpose, thanks to the rise of the smartphone. In order to appeal to a younger audience, we needed to make wearing a luxury timepiece cool again, as opposed to something they merely look after for the next generation.

INSIGHT

Seiko Kinetic watches draw their power from a pendulum inside the watch, essentially never running out of power as long as the person wearing it keeps moving. To feel alive, to push further, to experience everything the world has to offer – it’s what a young target audience aspires to.

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